Rosser Reeves – Reality in Advertising

Rosser Reeves – Reality in Advertising

Even though Mr. Reeves’ influence began to wane in the 1960s as the Creative Movement took hold, his book is still used in many college advertising courses.

Contents:
1. A Common Fallacy
2. The Pulled and the Unpulled
3. Inside 180,000,000 Heads
4. The Penetrated People
5. The Pulled-over People
6. The Extra Edge
7. The Life Expectancy of Advertising
8. The Multi-Million Dollar Error
9. The Advertising Burning Glass
10. No More Room in the Box
11. The Beginning of Reality
12. The Window Dressers
13. The Copy Leverage
14. The Tired Art of Puffery
15. The Three Big Roads to Rome
16. The Deceptive Differential
17. The Emersonian Mousetrap
18. No Bed for Procrustes
19. The Freudian Hoax
20. The Madison Avenue Lure
21. The Brand Imagists
22. The Law of Calculated Risk
23. The Two Faces of Advertising
24. The Good and the Awful
25. How Repetitive is Repetitive
26. The Vampire Claim
27. The Vampire Video
28. The Advertising Tool
29. The Most Dangerous Word
30. A New Definition
31. The Best Way to Sow the Seeds
32. Reality Sell
33. Some Principles About Principles
34. The Madison Avenue Myth
35. The New Entrepreneurs
36. A Call for Cannon Balls

Format: PDF
Length: 153 pages
Published: 1961 by Alfred A. Knopf
ISBN: 0394442288
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